The art & science of interpreting market research evidence
The Art and Science of Interpreting Market Research Evidence offers a complete account of the way todaya s researchers interpret evidence and apply it to decision making. David Smith and Jonathan Fletcher show how to assess your current deciphering processes, and present an innovative framework inte...
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| Formato: | Libro |
| Idioma: | Inglés |
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New York :
Wiley
cop. 2004
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| Ver en Universidad de Navarra: | https://innopac.unav.es/record=b31418752*spi |
| Sumario: | The Art and Science of Interpreting Market Research Evidence offers a complete account of the way todaya s researchers interpret evidence and apply it to decision making. David Smith and Jonathan Fletcher show how to assess your current deciphering processes, and present an innovative framework integrating quantitative and qualitative approaches for analysing complex data--sets. With its holistic approach to interpretation and its 10--step process for making it work in practice, this book will equip you with a deep understanding of data analysis and ultimately improve your judgment to produce better business decisions. |
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| Descripción Física: | xi, 236 p. ; 25 cm |
| Bibliografía: | Incluye referencias bibliográficas (p. 225-228) |
| ISBN: | 9780470844243 |
